The Ascott Limited, a wholly owned lodging business unit of CapitaLand Investment, is expanding its luxury brand, The Crest Collection, into East Asia and the Middle East. This expansion includes new properties in Japan, China, the United Arab Emirates (UAE), and Saudi Arabia, driven by increasing demand for heritage-rich luxury stays. The brand now boasts 16 properties with over 2,700 units across 11 countries.
Among the latest additions is SENKA TOKYO by The Crest Collection, set to debut in Japan in the second half of 2029. In China, the Hong Yuan Hotel by The Crest Collection opened in Haikou, with another property planned for Wuhan by mid-2026. The Middle East will see the opening of Al Mahra Resort by The Crest Collection in the UAE in early 2027, followed by a property in Riyadh, Saudi Arabia, in 2028.
Serena Lim, chief growth officer at Ascott, highlighted the brand’s ability to adapt across various accommodation types, stating, “The Crest Collection meets the aspiration for culturally immersive experiences enriched by each property’s distinctive identity.”
The luxury travel sector is projected to grow significantly, with travellers seeking unique experiences. Tan Bee Leng, chief commercial officer at Ascott, noted, “Curating experiences that resonate with the expectations of the most discerning travellers has become the currency of modern luxury.”
The Crest Collection’s expansion aims to redefine modern luxury by offering story-driven experiences that celebrate local culture and heritage.
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